The Concealer Everyone
Can’t Stop Swiping

18-Hr Long Wear. 48-Hr Hydration. 28 Shades.

Find Your Shade

Feels Like Serum, Covers Like Concealer

Real talk: The concealers that feel like skincare fall short on coverage. That’s why people are obsessed with Swipe. It glides on like a hydrating serum and has real medium-buildable coverage that still looks like skin.

The Secret to a

Skin-Like Finish
(With Real Coverage)?

A 25% pigment load (most concealers sit around 10–15%), coated in amino acids for a signature serum texture and skincare feel. It’s real coverage in just a few swipes—weightless, blendable, and never cakey.*

Coverage You Can Feel Good About

Your sensitive skin isn’t the problem. Most products are.
At Tower 28, every formula starts with sensitive skin in mind. Swipe Serum Concealer is clinically tested, derm-approved, and made without common irritants like fragrance. The result? Seamless coverage that feels good, looks natural, and won’t cause breakouts.

Take our 3 Min Shade Quiz
Send a Selfie to our Shade Concierge
DM us "Match Me" on IG + Get Instantly Matched

TikTok's Most Popular Concealer

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Favorite of all time

I just love how it brightens my under-eye area and covers up my breakouts so well! It has a very good full coverage while feeling lightweight and looking natural.

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Holy grailllll!!

This concealer is THE BESTTT! The formula is light-weight and blends out really easily, but still gives that nice medium coverage while looking natural (not cakey at all)!

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Hydrating Concealer!

Finally the search is over, I have found my concealer. It’s a great hydrating formula that calms my skin and I can use it to hide the acne I have instead of worrying about it causing more acne, which is a relief.

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Must have concealer

This is my go-to concealer, the formula is very hydrating and non-comedogenic. It blends so easily, It has amazing coverage!

TikTok's Most Popular Concealer

TIKTOK VIRAL + AS SEEN IN:

DESIGNED FOR SENSITIVE SKIN
Makeup That Won’t Break You Out

Get the everyday sun protection you need + coverage you want
with these 2 full-size complexion favorites ($54 value).

DESIGNED FOR SENSITIVE SKIN

Makeup That Won’t Break You Out

Get the everyday sun protection you need + coverage you want
with these 2 full-size complexion favorites ($54 value).

CURIOUS? WE HAVE ANSWERS

  • What skin type is Swipe Serum Concealer made for?

    Swipe Serum Concealer is safe for all skin types, but especially sensitive skin. Non-comedogenic (aka won't clog your pores), and formulated without silicones, Swipe Serum Concealer is hydrating and won’t cling to dry patches, calming, and helps soothe sensitive skin.

  • What’s special about Tower 28 Beauty?

    At Tower 28, we’re all about creating a safe space for your skin, while still having fun with makeup. Our formulas meet the highest standards for gentleness, effectiveness, and safety, as tested and approved by dermatologists, allergists, and leading skin experts.

  • How do I pick the right shade of Swipe Serum Concealer?

    Every face 😊 is different! Our products come in a range of colors so you can swipe right on your best match. Take our quick shade match quiz HERE.
SHOP ALL
Orange 'Tovver 28' spray bottles and packaging on a white background [Shared] Two sizes of Tower 28 SOS Daily Rescue Facial Spray on a white background with pricing and value information. [Shared]
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SOS Daily Rescue Spray Duo

Limited Edition Set ($40 Value)

Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in the shade 1.0 BH, shown with the tube standing upright next to the open applicator wand to reveal the product. [1.0 BH] Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in the shade 2.0 BU, shown with the tube standing upright next to the open applicator wand to reveal the product. [2.0 BU] Tower 28 Beauty Swipe Serum Concealer in the shade 3.0 CC, shown with the tube standing upright next to the open applicator wand to reveal the product. [3.0 CC] Tower 28 Beauty Swipe Serum Concealer in the shade 4.0 DTLA, shown with the tube standing upright next to the open applicator wand to reveal the product. [4.0 DTLA] Tower 28 Beauty Swipe Serum Concealer in the shade 5.0 EP, shown with the tube standing upright next to the open applicator wand to reveal the product. [5.0 EP] Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in the shade 6.0 IE, shown with the tube standing upright next to the open applicator wand to reveal the product. [6.0 IE] Tower 28 Beauty Swipe Serum Concealer in the shade 7.0 KTOWN, shown with the tube standing upright next to the open applicator wand to reveal the product. [7.0 KTOWN] Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in the shade 8.0 LBC, shown with the tube standing upright next to the open applicator wand to display the product. [8.0 LBC] Tower 28 Beauty Swipe Serum Concealer in the shade 9.0 MDR, shown with the tube standing upright next to the open applicator wand to reveal the product. [9.0 MDR] Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in shade 10.0 NOHO, with the tube standing upright next to the open applicator wand, revealing the product. [10.0 NOHO] Tower 28 Beauty Swipe Serum Concealer in the shade 11.0 OC, shown with the tube standing upright next to the open applicator wand to reveal the product. [11.0 OC] Tower 28 Beauty Swipe Serum Concealer in the shade 12.0 PALI, shown with the tube standing upright next to the open applicator wand to reveal the product. [12.0 PALI] Swipe Serum Concealer® [13.0 PLAYA] Tower 28 Beauty Swipe Serum Concealer in the shade 14.0 PV, shown with the tube standing upright next to the open applicator wand to reveal the product. [14.0 PV] Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in the shade 15.0 SAMO, shown with the tube standing upright next to the open applicator wand to reveal the product. [15.0 SAMO] Tower 28 Beauty Swipe Serum Concealer in the shade 16.0 SB, shown with the tube standing upright next to the open applicator wand to reveal the product. [16.0 SB] Tower 28 Beauty Swipe Serum Concealer in the shade 17.0 SD, shown with the tube standing upright next to the open applicator wand to reveal the product. [17.0 SD] Tower 28 Beauty Swipe Serum Concealer in the shade 18.0 SGV, shown with the tube standing upright next to the open applicator wand to reveal the product. [18.0 SGV] Tower 28 Beauty Swipe Serum Concealer in the shade 19.0 WEHO, shown with the tube standing upright next to the open applicator wand to reveal the product. [19.0 WEHO] Swipe Serum Concealer® Tower 28 Beauty Swipe Serum Concealer in the shade 20.0 WLA, shown with the tube standing upright next to the open applicator wand to reveal the product. [20.0 WLA] Swipe Serum Concealer®
Swipe Serum Concealer®

All-Over Hydrating Concealer

0.5 ALTA
Tower 28 Beauty SOS Rescue Spray (4 oz) [Duo] Tower 28 Beauty SOS Rescue Spray in Refill size. [Refill] Tower 28 Beauty SOS Rescue Spray in 1oz. [1oz] [Shared]
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SOS Rescue Spray

The Original Hypochlorous Acid Spray

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Tower 28 Beauty's SOS FaceGuard SPF 30. [Shared: SOS FaceGuard SPF 30] SOS FaceGuard™ SPF 30 Sunscreen PA+++ A person smiles while holding up a bottle of Tower 28 Beauty's SOS FaceGuard SPF 30. A swatch of the product is visible on their cheek. [Shared: SOS FaceGuard SPF 30]
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SOS FaceGuard™ SPF 30 Sunscreen PA+++

Mineral Sunscreen

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Tower 28's Everyday Base-ics Set includes SunnyDays™ SPF 30 provides light-medium buildable coverage and UV protection, as well as Swipe Serum Concealer covers dark circles, redness, and blemishes with a skin-like natural finish. [Shared] Everyday Base-ics Set
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Everyday Base-ics Set

Choose Your Shades ($56 Value)

Choose  —  $50.00 $50.00
SOS Rescue + Relief Body Wash Treatment [Shared] SOS Rescue + Relief Body Wash Treatment
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SOS Rescue + Relief Body Wash Treatment

Powered by Sodium Hypochlorite

Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 05 Fairfax. [05 Fairfax] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 10 Larchmont. [10 Larchmont] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 13 La Cienega. [13 La Cienega] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 15 Melrose. [15 Melrose] SunnyDays™ Tinted SPF 30 Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 20 Mulholland. [20 Mulholland] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 25 Ocean Park. [25 Ocean Park] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 30 PCH. [30 PCH] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 35 Point Dume. [35 Point Dume] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 38 Pomona. [38 Pomona] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 40 Runyon. [40 Runyon] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 45 Silver Lake. [45 Silver Lake] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 50 Sunset. [50 Sunset] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 55 Temescal. [55 Temescal] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 60 Third St. [60 Third St] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 65 Topanga. [65 Topanga] Tower 28 Beauty SunnyDays™ Tinted SPF 30 in the shade 70 Venice. [70 Venice] SunnyDays™ Tinted SPF 30
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SunnyDays™ Tinted SPF 30

Sun Protection + Coverage

13 La Cienega
Tower 28 Beauty SOS Recovery Cream in Standard Size. [Standard] Tower 28 Beauty SOS Recovery Cream in Jumbo Size. [Jumbo] A person with Tower 28 Beauty’s SOS Daily Barrier Recovery Cream applied across their forehead, cheeks, nose, and chin. [Standard]
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SOS Recovery Cream

Barrier Repair with Ceramides

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[Shared: Photo of the Tower 28 Beauty LipSoftie® Deluxe Gift Set on white] [Shared: Family group photo of the Tower 28 Beauty LipSoftie® Deluxe Gift Set on white]
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LipSoftie® Deluxe Gift Set

Exclusive + Limited Edition

Tower 28 Beauty SOS Rescue Spray in Refill size. [Refill] Orange toner spray bottle with text on a red background [Shared]
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SOS Rescue Spray Refill

Refills 4 Standard Bottles ($112 Value)

The Tower 28 Beauty MakeWaves™ Mascara in the shade Jet. [Jet] The Tower 28 Beauty MakeWaves™ Mascara in the shade Drift. [Drift] The Tower 28 Beauty MakeWaves Mini Mascara. [Mini] [Shared] A close up of a person's eyelashes before and after applying the Tower 28 Beauty MakeWaves™ Mascara in Jet, transforming them from natural to full-on glamorous. [Shared]
MakeWaves® Mascara

Lengthening + Volumizing

Jet
Magic Hour [Tower 28 Beauty's BeachPlease Cream Blush in the shade Magic Hour] Finest Hour [Tower 28 Beauty's BeachPlease Cream Blush in the shade Finest Hour] Dream Hour [Tower 28 Beauty's BeachPlease Cream Blush in the shade Dream Hour] Happy Hour [Tower 28 Beauty's BeachPlease Cream Blush in the shade Happy Hour] Party Hour [Tower 28 Beauty's BeachPlease Cream Blush in the shade Party Hour] Power Hour [Tower 28 Beauty BeachPlease Cream Blush in shade Power Hour] Golden Hour [Tower 28 Beauty's BeachPlease Cream Blush in the shade Golden Hour] Office Hours [Tower 28 Beauty's BeachPlease Cream Blush in the shade Office Hours] Rush Hour [Tower 28 Beauty's BeachPlease Cream Blush in Rush Hour] After Hours [Tower 28 Beauty's BeachPlease Cream Blush in the shade After Hours] BeachPlease Cream Blush
BeachPlease Cream Blush

Luminous Cheek + Lip Color

Magic Hour
Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Roxy] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Troubadour] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Chateau] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Avalon] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Whisky] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Bungalow] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Studio 28] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Garden] Eyeshadow with glittery texture and 'Tower 28' branding on a white background [Viper] [GoGo Eyeshadow Set] GoGo Cooling Shimmer Eyeshadow
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GoGo Cooling Shimmer Eyeshadow

Cooling + Soothing Eyeshadow Stick

Roxy
Set of Tower 28 GoGo Cooling Shimmer Sticks with packaging on a white background [Shared] [Shared]
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GoGo Eyeshadow Deluxe Set

Limited Edition Set

Shade: Oneliner in Work of Art + ShineOn Lip Jelly in Coconut [Shown is the Rosy Pink Duo] Shade: Oneliner in Work of Art + ShineOn Lip Jelly in Coconut [Shown is the Rosy Pink Duo] Shade: OneLiner in Fill Me In + ShineOn Lip Jelly in Oat [Shown is the Peachy Pink Duo] Shade: Oneliner in Paint My Number + ShineOn Lip Jelly in Cashew [Shown is the Rosy Brown Duo] Shade: Oneliner in Draw Me + ShineOn Lip Jelly in Almond [Shown is the Chocolate Brown Duo] Shade: Oneliner in Color Me Fine + ShineOn Lip Jelly in Sesame [Shown is the Mauve Duo] Shade: OneLiner in Fill Me In + ShineOn Lip Jelly in Oat [Shown is the Peachy Pink Duo]
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Line + Shine Lip Kit

Limited Edition Gloss + Liner Duo ($31 Value)

Rosy Pink Duo
The Tower 28 Beauty OneLiner Lip Liner in the shade Work of Art. [Work of Art] The Tower 28 Beauty OneLiner in the shade Check Me Out. [Check Me Out] The Tower 28 Beauty OneLiner in the shade Paint My Number. [Paint My Number] The Tower 28 Beauty OneLiner in the shade Color Me Fine. [Color Me Fine] The Tower 28 Beauty OneLiner in the shade Fill Me In. [Fill Me In] The Tower 28 Beauty OneLiner Lip Liner in the shade Draw Me. [Draw Me] Close-up shots of lips wearing Tower 28 Beauty’s OneLiner Lip Liner in the shade Work of Art across different skin tones. [Work of Art]
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OneLiner® Lip Liner

High-Pigment Lip + Eye Liner

Work of Art
Tower 28 skincare product set with red packaging on a white background [Shared] TOWER28 skincare products with 'Your SOS Rescue Routine' text on a white background [Shared]
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SOS Skincare Minis Kit

Mini Skincare Bestsellers ($30 Value)

[Shared: GetSet™ Powder Blush Gift Set] [Shared: GetSet™ Powder Blush Gift Set]
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GetSet® Powder Blush Gift Set

Full Blush Set, Collectible Tin, + Beach Towel

The Tower 28 Beauty ShineOn Lip Jelly in the shade Pistachio. [Pistachio] The Tower 28 Beauty ShineOn Lip Jelly in the shade XOXO. [XOXO] The Tower 28 Beauty ShineOn Lip Jelly in the shade Chill. [Chill] The Tower 28 Beauty ShineOn Lip Jelly in the shade Magic. [Magic] The Tower 28 Beauty ShineOn Lip Jelly in the shade Sesame. [Sesame] The Tower 28 Beauty ShineOn Lip Jelly in the shade Fire. [Fire] The Tower 28 Beauty ShineOn Lip Jelly in the shade Spicy. [Spicy] The Tower 28 Beauty ShineOn Lip Jelly in the shade Wild. [Wild] The Tower 28 Beauty ShineOn Lip Jelly in the shade Coconut. [Coconut] The Tower 28 Beauty ShineOn Lip Jelly in the shade Cashew. [Cashew] The Tower 28 Beauty ShineOn Lip Jelly in the shade Oat. [Oat] The Tower 28 Beauty ShineOn Lip Jelly in the shade Almond. [Almond] ShineOn Lip Oil Jelly
ShineOn Lip Oil Jelly

Non-Sticky Lip Gloss

Pistachio
The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Red Bean Mochi. [Red Bean Mochi] The Tower 28 Beauty LipSoftie® Lip Treatment in the shade Sugar Plum. [Sugar Plum] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Confetti Cake. [Confetti Cake] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Dulce de Leche. [Dulce de Leche] [Iced Dulce de Leche] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Watermelon Kiwi. [Watermelon Kiwi] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Blood Orange Vanilla. [Blood Orange Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade Ube Vanilla. [Ube Vanilla] The Tower 28 Beauty LipSoftie™ Lip Treatment in the shade SOS Vanilla. [SOS Vanilla] [LipSoftie® Deluxe Gift Set] LipSoftie® Lip Treatment LipSoftie® Lip Treatment
Bestseller
LipSoftie® Lip Treatment

Tinted Lip Treatment Balm

Red Bean Mochi